Color tones in visual arts and graphic design serve a similar role as tone of voice in a theatrical production. They provoke an emotional response in the observer. So when Pantone, an organization with over 50 years experience in color hues, crowned not one, but two colors, as their Color of the Year, emotions rippled in response with a double take. For 2016, soothing blue, Serenity (#15-3919) and blush pink, Rose Quartz (#13-1520) shared the highest honors.
Use of color in graphic design tells an emotional story. According to Pantone, the dual color selection helped to capture the trends of gender blending and society’s movement toward gender equality. The gentle tone of Rose Quartz suggests feelings of composure and the similarity of Serenity to blue skies, evokes feelings of relaxation in our stressful lives. Rose Quartz holds energy, but remains lighthearted like springtime, while airy Serenity connects us with a sense of space.
If your business is not focused on interior design, household products, fashion or cosmetics, Pantone’s annual Color of the Year selection may seem foreign. Yet in the technology-centered and digitally marketed world, it is important to watch trends that are likely to influence online design. Backgrounds, borders and accent colors in digital media will begin to show changes in color usage and incorporation of the Rose Quartz and Serenity to keep images fresh and trendy. As graphic design experts are likely to work for a variety of clients, the trends that impact their choice of color selection for one client may also spin over into design work for others.
How can you use the latest color trends within your own business strategy? Tate Design can assess how your promotional campaigns may benefit from a color refresh. Last year, we showed you ways to incorporate the 2015 Color of the Year in your marketing using Marsala.
This year’s color blend could be incorporated into the fashions worn by corporate team members when they are photographed at key corporate events, especially if you want to convene strong teamwork and equality as your corporate image. Use the colors for a product or its background display, if your business has products or services that are targeted to reach a broader audience.
Blend in the Color of the Year subtly rather than let the new colors take over your campaign. Fresh campaigns make your potential clients do their own double take to see what you’ve been doing, and how well you understand their need to be accepted yet standout among the crowd.